Howdy to my Writing Friends!
Last week, I had a "put my foot in my mouth" moment. I was catching up with a friend, and I offhandedly said, "I've been enjoying following you on social media." He looked at me and said, "Oh? What concept did I share that has stood out to you?"
I froze. I mumbled. I stalled. Then I finally started talking about the only thing I remembered... he posts a lot of photos of himself and his dog on walks or runs.
After the awkward conversation, I realized something: most of our content is forgettable.
It brought me back to a recent discussion with Jamie Mustard. What immediately struck me was Jamie's mission: teaching people how to be unforgettable.
And with his book The Iconist, that’s exactly what he did.
When I interviewed Jamie during our Modern Author Sessions, he explained that his work was rooted in frustration, growing up in poverty, navigating systems that ignored him. His mission? Help others get noticed, remembered, and understood.
What made The Iconist stand out was that it wasn’t a book about personal branding. It was a scientific and visual guide to how pattern disruption creates attention... and how blocks (big, clear, visual, repetitive ideas) make an impact.
In this edition of Write Like a Thought Leader, we explore Jamie Mustard’s Pattern Disruption Framework, a chapter structure for bold, repeatable, attention-getting nonfiction.
Why This Framework Works
After my foot-in-mouth, I studied my friend's social feed. His content was perfectly fine... but I realize now it would never stop me from scrolling, trigger me, or repeat something unique. Jamie Mustard’s approach is different because it’s grounded in visual logic and emotional impact:
✅ Uses bold patterns and simple “blocks” to build big ideas
✅ Anchors ideas in personal pain and cultural context
✅ Designed to interrupt cognitive overload and spark resonance
✅ Emphasizes repetition to help ideas stick in the reader’s mind
His structure is powerful for anyone who wants to be remembered, not just read.
When to Use This Framework
Best For:
- Authors writing about branding, visibility, or social messaging
- Creators who want to make complex ideas instantly clear
- Entrepreneurs who want to share signature ideas in a simple, visual way
Great Fit For:
- Books about standing out in oversaturated markets
- Thought leadership tied to media, attention, or culture
- Manifestos, talks, or frameworks for bold advocacy
If your message deserves to be iconic, this structure is for you.
The Pattern Disruption Framework: Jamie Mustard’s Writing Structure
Jamie’s chapters use a layered, modular format to teach powerful visual principles. His framework is both highly structured and intentionally repetitive.
Here’s the breakdown:
1️⃣ Introduce the Cultural Noise Problem (300–500 words)
- Start with a stat, headline, or story that shows how overwhelmed we are by content.
- Frame the issue: “We are being bombarded... and it’s killing attention.”
💡 Why it works: Starts with a problem everyone feels. Instantly relatable.
2️⃣ Share a Personal Struggle With Being Ignored (500–700 words)
- Jamie uses raw stories from his childhood in poverty.
- Share a vulnerable moment when you felt invisible, misunderstood, or unseen.
💡 Why it works: Builds emotional connection and frames the author as a guide.
3️⃣ Introduce the Big Idea (The Block) (300–500 words)
- Drop your core framework or thesis with bold clarity.
- For Jamie, it’s the Block: a big, simple, emotionally resonant idea.
💡 Why it works: The reader finally sees the hook, and it’s simple and visual.
4️⃣ Define It Visually + Show Examples (500–800 words)
- Use repetition and vivid examples: logos, billboards, movements, songs.
- Define the idea again (and again) in simple language.
💡 Why it works: Repetition makes it sticky. The brain loves clarity.
5️⃣ Introduce the Science or Research (400–600 words)
- Jamie introduces iconicity and communication theory.
- You can include neuroscience, behavioral psych, or attention economics.
💡 Why it works: Adds credibility to the gut-level experience.
6️⃣ Dissect a Real-World Icon (400–600 words)
- Analyze a famous campaign, leader, or movement.
- Highlight how they use Blocks or similar devices.
💡 Why it works: Shows the concept in action and builds belief.
7️⃣ Return to the Personal: Application Story (400–600 words)
- Share how you or a client applied the framework.
- Include before/after or reflection to show transformation.
💡 Why it works: Adds humanity. Shows that this works.
8️⃣ Build the Larger Case (500–800 words)
- Zoom out. Why does this matter?
- Tie in media saturation, mental health, branding fatigue.
💡 Why it works: Helps your reader see the stakes... and their role.
9️⃣ Repeat the Core Idea in a Fresh Way (300–500 words)
- Return to your big idea. Say it again. Say it visually.
- Could use metaphor, short story, or creative comparison.
💡 Why it works: This locks it in. Your block becomes theirs.
🔟 Close With a Call to Be Seen (300–500 words)
- Encourage the reader to share their block.
- Frame it as a right: “You deserve to be noticed.”
- Offer a challenge, reflection, or next step.
💡 Why it works: Gives them ownership. Inspires action.
ChatGPT Prompt: Pattern Disruption (Jamie Mustard Style)
“I’m writing a chapter using Jamie Mustard’s Pattern Disruption Framework. Please help me:
- Start with a problem around noise, content overwhelm, or invisibility
- Share a personal story that builds empathy and credibility
- Introduce my core idea or framework in bold, visual terms
- Define it clearly with vivid, repeated examples
- Include research or science that supports it
- Analyze a famous brand, person, or campaign that used this principle
- Share a case study or client story that illustrates results
- Build the broader case for why this matters today
- Rephrase and hammer home the core idea
- End with a challenge, call to action, or empowering next step
Here’s what I’ve got: [Insert Your Content]”
Final Word for Modern Authors
If you want your book, message, or idea to stand out... you can’t whisper.
You need a block.
Jamie Mustard’s framework gives authors a bold, clear, and brain-friendly way to share big ideas.
This is how you:
- Cut through noise
- Spark attention with empathy and repetition
- Get remembered (and shared)
Books that change culture don’t fade into the feed. They make a pattern break... and that’s what Jamie teaches.
If you're writing a book or writing any content regularly, ask yourself are you trying to be clever or are you being clear and consistent? If you're stuck, leverage Jamie's advice to leverage BLOCKS.
And if you're curious if your social feed is forgettable or has concepts that are unforgettable, put a few of your friends on the spot and see if they have a clear answer (unlike I did!)
Write on my friends!
Eric
Originally published in The Modern Author newsletter.
